MicroMoments, MacroMoments: The New Reality of Media

Understanding media no longer means talking about formats — print versus digital or desktop versus mobile. It’s actually about the right type of moments: How people behave — their intent — is the new way of thinking about media in the digital world … So what types of purpose and behaviors are we talking about? As we have all seen, the digital world, mobiles, and prolific internet access have allowed us to consume media whenever we like. We call these the micro-moments. But we haven’t simply shifted from macro-moments to micro-moments — we now have them both.

Understanding media no longer means talking about formats — print versus digital or desktop versus mobile. It’s actually about the right type of moments: How people behave — their intent — is the new way of thinking about media in the digital world (The New Reality of Media).

I want to know, I want to go, I want to do, I want to buy
Weitere Micro-Momente sind „the I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments—that really matter. We call these „micro-moments,“ and they’re game changers for both consumers and brands (How Micro-Moments Are Changing the Rules).“

Of leisure travelers who are smartphone users, 69% search for travel ideas during spare moments, like when they’re standing in line or waiting for the subway. Nearly half of those travelers go on to book their choices through an entirely separate channel.1Of smartphone users, 91% look up information on their smartphones while in the middle of a task. 2Of smartphone users, 82% consult their phones while they’re standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned. 2Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand. 2″